Photokina hasn't even started yet and I'm ready to declare it Full-Frame Fest based on what Sony's unveiled today and what I know is coming. Sony alone is rolling out three full-frame devices aimed at a variety of different types of photographers, albeit all of them professionals.

Sony may be first to market with a compact full-frame camera, but at a price of almost $2,800, the Cyber-shot DSC-RX1is cruelly out of reach for a lot of the enthusiasts who will stare longingly at it online only to settle for an RX100. Is it even fair to brand it a Cyber-shot?

Then the company lays claim to the first full-frame camcorder, the interesting yet odd Handycam NEX-VG900, which, at about $3,300, is aggressively priced against Super35 cinema cameras but in some ways feels like a kludge.

And if you've been waiting for Sony to finally replace its DSLR-A900/A850 full-frame bodies, you can stop waiting. The $2,800 Alpha SLT-A99 is a relatively lightweight pro body that's packed with video-friendly features and a theoretically state-of-the-art autofocus system that's ready to take on the incumbents from Canon and Nikon.

It may be more mundane, but the latest addition to the Alpha NEX line, the NEX-6, will probably outsell all of those newsy models. With a combination of the best of the NEX-7 and new technologies, it has the potential to be a winner. It's not inexpensive at $1,000 for the kit, but after staring at those full-frame prices all night, it sounds positively cheap.

And finally there's the Alpha NEX-VG30, a ho-hum update to the company's prosumer interchangeable-lens camcorder line, kitted with a new 18-200mm power zoom lens for $2,699.99, or body-only for $1,799.